This year, automakers will return to the Super Bowl in full force, hoping to make big impressions with their cars.

Mercedes-Benz has enlisted supermodel Kate Upton, while Lincoln has employed comedian Jimmy Fallon.

Many automakers are trying to build buzz through teaser ads and social media campaigns. Here's a rundown of what we know so far.

• AUDI: For the first time in Audi's history, the brand will let the public select which Super Bowl spot they'd like to see run during the big game. The German luxury brand, returning to the Super Bowl for the sixth-consecutive year, has three versions of its 60-second ad.
• CHRYSLER: Chrysler has purchased airtime, but has declined to reveal any details about the amount of time or the number of commercials it is planning.

Chrysler is coming off of back-to-back blockbuster ads. In 2011, Chrysler made its mark with the first automaker to air a two-minute Super Bowl featuring Eminem and the "Imported from Detroit," tagline and in 2012 the automaker created a political stir with Clint Eastwood in "Halftime in America."

FORD & LINCOLN: Ford hasn't advertised in the Super Bowl for several years and won't be there this year either. But Lincoln is a different story.

Jim Farley, Ford's executive vice president of global marketing, doesn't believe that the Super Bowl is a wise place for mainstream, established brands to spend their money.

Lincoln will be in the Super Bowl for the first time ever with a 60-second spot crafted by comedian Jimmy Fallon.

HYUNDAI: In its sixth-consecutive year as a Super Bowl advertiser, Hyundai said it has five game-day ads, including four all-new spots, planned.

The Korean automaker has again secured a 60-second commercial just before the kickoff. Two additional 30-second commercials will air during the game and two will air during the pregame show.

Hyundai's commercials will highlight its Santa Fe crossover, Sonata Turbo full-size sedan and Genesis R-Spec luxury sedan.

KIA: Kia has purchased a 30-second and a 60-second spot. At least one of the spots will feature the redesigned Sorento crossover.